Issues in Business Computing: Web 2.0 and the Social Web<br />@markhawker<br />
Who Am I?<br />Graduated in 2008 with a degree in Informatics from the School of Computing. (Owen taught me, too.)<br />Au...
Learning Objectives<br />To appreciate how emerging social networking tools create the potential to transform organisation...
Presentation Outline<br />What is Web 2.0?<br />What does it look like?<br />What does it encompass?<br />What is the Soci...
Seminar Exercise<br />Spend 5 minutes (or so) looking through the seminar exercise.<br />You will be expected to do the fo...
Web 2.0<br />Tim O’Reilly, 2005 [1]:<br />“Web as platform.”<br />Tim Berners-Lee, 2006 [2]:<br />“Nobody even knows what ...
Web 2.0 Design Patterns<br />Christopher Alexander, cited in [1]<br />The Long Tail<br />Data is the next Intel inside<br ...
http://xkcd.com/802/<br />
Web 2.0 Examples<br />Twitter<br />Facebook<br />LinkedIn<br />Wordpress<br />Quora<br />Get Satisfaction<br />Foursquare<...
Total Time Spent Online [4]<br />
The “Influentials Hypothesis” [5]<br />“Large-scale changes in public opinion are not driven by highly influential people ...
The Social Web<br />Personal<br />Who I am<br />Who I know<br />What’s happening<br />Business<br />Who we are<br />Who we...
“If you’re not open to feedback, you’re not ready to play.”<br />Ketchum/FedEx [6]<br />
Six Social Media Trends for 2011+ [7]<br />It’s the integration economy, stupid.<br />Tablet and mobile wars create ubiqui...
Six Major Issues/Challenges [8]<br />Resistance from internal culture<br />Measuring return-on-investment<br />Lack of res...
Organisational Structure [9]<br />
Measurement [9]<br />Engagement data<br />Sentiment<br />Website traffic<br />Conversions or leads<br />Customer satisfact...
The ROI Pyramid [9]<br />
SWOT for Social Media Strategy [10]<br />Any more? cf. http://seowizardry.ca/The_Wizards_Blog/social-media-swot-analysis/<...
Questions or Thoughts?<br />Over to you.<br />
References<br />http://oreilly.com/web2/archive/what-is-web-20.html<br />http://www.ibm.com/developerworks/podcast/dwi/cm-...
Contact Me<br />You can find me here:<br />@markhawker<br />
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Issues in Business Computing: Web 2.0 and the Social Web

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A lecture I gave to third-year Computing for Business students at the University of Leeds.

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Issues in Business Computing: Web 2.0 and the Social Web

  1. 1. Issues in Business Computing: Web 2.0 and the Social Web<br />@markhawker<br />
  2. 2. Who Am I?<br />Graduated in 2008 with a degree in Informatics from the School of Computing. (Owen taught me, too.)<br />Authored a book in 2010 on “social programming” which is the integration of Social Web technologies into websites (and other devices).<br />Working in the Yorkshire Centre for Health Informatics.<br />Studying for an MA Social Research at the University of York.<br />
  3. 3. Learning Objectives<br />To appreciate how emerging social networking tools create the potential to transform organisations and business processes.<br />To make the link between business issues and software technologies.<br />To be able to make recommendations for organisational strategies and policies.<br />
  4. 4. Presentation Outline<br />What is Web 2.0?<br />What does it look like?<br />What does it encompass?<br />What is the Social Web?<br />Where is it heading?<br />What are the challenges/issues?<br />SWOT for Social Media Strategy <br />
  5. 5. Seminar Exercise<br />Spend 5 minutes (or so) looking through the seminar exercise.<br />You will be expected to do the formative exercise ready for next week’s lecture.<br />These slides will be put on the VLE (soon).<br />
  6. 6. Web 2.0<br />Tim O’Reilly, 2005 [1]:<br />“Web as platform.”<br />Tim Berners-Lee, 2006 [2]:<br />“Nobody even knows what it means.”<br />The Machine Is Us/ing Us, 2007 [3]:<br />Form and content is separated<br />Text, images, video, sound<br />Data interchange is achieved via XML (and others)<br />“Folksonomy” vs. taxonomy<br />“We are the Web”<br />Rethink everything.<br />
  7. 7. Web 2.0 Design Patterns<br />Christopher Alexander, cited in [1]<br />The Long Tail<br />Data is the next Intel inside<br />Users add value<br />Network effects by default<br />Some rights reserved<br />The perpetual beta<br />Cooperate, don’t control<br />Software above the level of a single device.<br />
  8. 8. http://xkcd.com/802/<br />
  9. 9.
  10. 10. Web 2.0 Examples<br />Twitter<br />Facebook<br />LinkedIn<br />Wordpress<br />Quora<br />Get Satisfaction<br />Foursquare<br />
  11. 11. Total Time Spent Online [4]<br />
  12. 12. The “Influentials Hypothesis” [5]<br />“Large-scale changes in public opinion are not driven by highly influential people who influence everyone else but rather by easily influenced people influencing other easily influenced people.”<br />
  13. 13. The Social Web<br />Personal<br />Who I am<br />Who I know<br />What’s happening<br />Business<br />Who we are<br />Who we know<br />B2B vs. B2C vs. (C2C)<br />What’s happening<br />Proactive vs. Reactive<br />
  14. 14. “If you’re not open to feedback, you’re not ready to play.”<br />Ketchum/FedEx [6]<br />
  15. 15. Six Social Media Trends for 2011+ [7]<br />It’s the integration economy, stupid.<br />Tablet and mobile wars create ubiquitous social computing.<br />Facebook interrupts location-based networking.<br />Average participants experience social media schizophrenia.<br />Google doesn’t beat them, they join them.<br />Social functionality makes websites fashionable again.<br />
  16. 16. Six Major Issues/Challenges [8]<br />Resistance from internal culture<br />Measuring return-on-investment<br />Lack of resources<br />An ever-changing technology space<br />Resentment and envy of the role (of social strategists)<br />A looming increase in business demands.<br />
  17. 17. Organisational Structure [9]<br />
  18. 18. Measurement [9]<br />Engagement data<br />Sentiment<br />Website traffic<br />Conversions or leads<br />Customer satisfaction rates<br />Share of voice or total mentions<br />Actual product revenue.<br />
  19. 19. The ROI Pyramid [9]<br />
  20. 20. SWOT for Social Media Strategy [10]<br />Any more? cf. http://seowizardry.ca/The_Wizards_Blog/social-media-swot-analysis/<br />
  21. 21. Questions or Thoughts?<br />Over to you.<br />
  22. 22. References<br />http://oreilly.com/web2/archive/what-is-web-20.html<br />http://www.ibm.com/developerworks/podcast/dwi/cm-int082206.txt<br />http://www.youtube.com/watch?v=6gmP4nk0EOE<br />http://www.visualeconomics.com/how-the-world-spends-its-time-online_2010-06-16/<br />https://www.gsb.stanford.edu/facseminars/events/marketing/documents/mktg_03_08_dodds_paper1.pdf<br />http://www.2010socialmediastudy.com/<br />http://blogs.hbr.org/cs/2010/12/six_social_media_trends_for_20_1.html<br />http://www.web-strategist.com/blog/2010/11/10/report-the-two-career-paths-of-the-corporate-social-strategist-be-proactive-or-become-social-media-help-desk/<br />http://www.slideshare.net/jeremiah_owyang/keynote-social-business-forecast-2011-the-year-of-integration<br />http://www.jmorganmarketing.com/using-swot-for-social-media-strategy/<br />
  23. 23. Contact Me<br />You can find me here:<br />@markhawker<br />

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